The document provides an overview of a masterclass on using Twitter effectively. It discusses understanding the language of Twitter, engaging in conversations on the platform, and using it to build social capital. It notes that as of the last 24 months, smartphone penetration in the UK is at 78% and mobile/tablet is the preferred way for new customers to discover brands. It also discusses some side effects of social media like decreased ability to concentrate and remember information as people rely on crowdsourcing answers.
(20)11 things to think about for brands and marketers.
What will be the next big thing? Will it be anything like the last big thing? Can we be inspired by what the big things have in common?
“When it comes to the future, there are three kinds of people: those who let it happen, those who make it happen, and those who wonder what happened.”
-- John M. Richardson, Jr.
The rate of change that both customers and businesses have to deal with today, is nothing short of phenomenal. Now imagine the world that the children of today and your customers of tomorrow are going to grow up in…
Delving into the Net Generation and the Next Net Generation, this keynote is a trip into the future, through the eyes of the children that will grow up in it. Part inspiring, part scary - Future Kids Future Customers is an in-depth examination of how our culture will become affected by the technology around us and the social and market changes it is causing. It will make you re-look at your business model, re-examine your customer service strategy, re-invent your products and re-convene your strategy team.
The future waits for no one. Better to be prepared.
My deck from Guardian Changing Media Summit - London March 16th 2017Tom Goodwin
The document discusses 10 media trends for 2017 and beyond according to Tom Goodwin. The trends are: 1) Video will continue to grow in importance across social and digital platforms. 2) Lines will blur between what is considered TV, a screen, a context for content consumption, or a delivery mechanism. 3) Screens and data will become more intimate and focused on intent rather than demographics. 4) New technologies like virtual and augmented reality and predictive interfaces will change how people interact with content and ads. 5) Retail will bifurcate between efficient online purchasing and experiential in-store shopping. 6) Vanishing interfaces and new inputs like voice and gestures will change how people engage with brands. 7) Artificial intelligence combined
The document provides a summary of talks and trends from the SXSW 2015 conference related to technology and its impact on society. Key topics discussed include the effect of technology on cognition and memory, quantified self-tracking and health data, extreme bionics, pursuing computer immortality, the future of cybercrime, and debates around transhumanism and human augmentation. Overall the document aims to capture major discussions, innovations, challenges, and implications that emerged around human-technology interactions from the conference events and speakers.
The kids of today are growing up in a crazy technology-infested culture, a culture that will have a profound effect on the way we market to, service, find, hire and retain the next generation of customers and staff. This keynote looks at the trends affecting the customers of tomorrow, your kids of today. www.andyhadfield.com
This year at SXSW, the focus seemed to shift away from flashy new technologies towards more practical applications and discussions centered around human issues. Sessions focused on topics like inequality, children/technology, and diversity in the workplace rather than the latest apps or devices. Virtual reality was present but being used in more functional ways. The document suggests this change in tone reflects a desire for more thoughtful, inclusive discussions around how technology impacts society.
The document summarizes key events from the //oneweek conference at Microsoft in 2015. It discusses Satya Nadella's Q&A where he emphasized fostering innovation and focusing on what makes Microsoft unique. It also describes various products and speakers presented at the conference, including the Windows 10 launch, startup ideas, and how playing video games can benefit people's well-being. Overall it highlights a shift towards a growth mindset at Microsoft to empower employees and deliver meaningful innovations.
Social Media Bingo Emakina Nl Paul De GooijerKoepon Holding
Social media can be used effectively for business purposes if done strategically and with realistic expectations. KLM created online clubs and communities on platforms like LinkedIn to expand their brand experience beyond flights and connect business travelers from different countries. Unilever launched a women-focused community site called Yunomi to connect with consumers in a meaningful way aligned with their values by sharing real stories. Both cases showed measurable business results by building engaged audiences and generating exposure for their brands in an authentic way.
Every time a rich idea is oversimplified we have done it a disservice. That is especially true in marketing. Soundbites and tag lines have their place but consumers are craving more information to make informed decisions. We hope you enjoy this paper from Swystun Communications.
Africa has a certain flair for innovation - this keynote explores how Africa has managed to continue to innovate despite disadvantages. It covers Alternative Energy, Mobile Payments, Crowdsourcing, Scratch Card distribution channels and Alternative Power.
Stories of a continent solving real problems, not #FirstWorldProblems!
Bob Sutton author of "Scaling Up Excellence" & “Good Boss Bad Boss” says. “But, if you want to see real innovation, often you have to hire defiant rule-breakers who don’t think much of corporate culture.”
How to cultivate Positive Deviants in your organization who can drive the change and innovation you need to keep your business ahead in the market.
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...Brian Solis
"Digital cultures offer a competitive advantage" says Brian Solis, leading digital anthropologist, futurist and keynote speaker. Brian shared the importance of building a digital culture to compete in an era of what he calls "digital Darwinism." At the center of it, is not technology, it's a renewed human-centered approach to employee engagement and experiences designed for modern trends, life and work styles and competitiveness.
1) The document discusses how newspaper and magazine publishers are well positioned to succeed in the digital era due to their strong brands and ability to leverage new technologies.
2) It argues that publishers have the necessary brand recognition and local focus to deliver valued news and content across multiple platforms. With new tools, they can better engage audiences and measure their success.
3) The document urges publishers to experiment digitally through small trials rather than major overhauls, and to leverage their brands by bundling and upselling different content and services to advertisers. This will help publishers transition away from doom-filled predictions and thrive in new media.
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Eric Weaver
Presentation to the Seattle Graphic Artists Guild on 3/27/13. Audience: design professionals. Topic: learn how to create a personal brand strategy, why it's important, how to create a personal online footprint, best practices and cautionary tales.
What If PR Stood for People and Relationships By Brian SolisCision
In partnership with Vocus and Cision, Brian Solis released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Gapingvoid.
A principal analyst at Altimeter Group, Solis is an award-winning author, prominent blogger and frequent keynote speaker. In the free e-book, he challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.
Check out the e-book to learn:
• A vision for the PR industry in the digital era
• A PR-centric approach to adapting new technologies
• The means to avoid “shiny object” syndrome
Fallon Brainfood: From Boring to Big BangAki Spicer
...From Boring to Big Bang: How Causes Can Get Interesting And Get Attention From News and Newsfeeds . Presented at Strategy for Good Twin Cities, December 10, 2011.
Aki Spicer, Director of Digital Strategy at Fallon Worldwide, challenges social entrepreneurs and non-profits with a framework for brainstorming their marketing initiatives into bigger, more "social" ideas.
The document summarizes key lessons from the 2012 Cannes Lions advertising festival: Social media usage is now deeply embedded in people's lives. Technology is evolving faster than ever, significantly impacting the advertising industry. Data has become essential, not just desirable. Creatives need to embrace new approaches like "art and code" rather than just "art and copy," prioritizing engagement over consumption. Great content must be at the center of social strategies. The advertising business is being transformed by these rapid changes in consumer behavior and technology.
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
How Chartered Accountants (and other professionals ) can use Social Media for find new business oportunties. Presentation has reference to relevant case studies
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses. Also this presentation lays our a detailed road map on how chartered accountants can use the medium for business purposes
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.
Trends in technology, content, culture and business are facilitating new ways for people to connect with each other and leave a legacy. Brands that help consumers build intimacy through technology, crowdsource help from others, or help craft an online footprint to be remembered by can benefit. However, brands need to consider issues of privacy and how to genuinely help people rather than see them as opportunities for publicity stunts. Anti-advocacy and helping find a balanced relationship with technology are also trends for some brands to consider engaging with if done sincerely.
The document discusses challenges and opportunities for companies in online branding and engagement. It identifies three main types of online users - Infophrenics who contribute content without loyalty, Sofademics who discuss issues online, and Sponges who absorb information without contributing. While companies focus on the vocal Infophrenics and Sofademics, Sponges make up the largest potential audience and talent pool. The document provides advice such as personalizing content for different audiences, using widgets to share information, and focusing on the silent majority of Sponges who can become strong brand advocates.
Slides from a lecture at Goldsmiths looking at the change in online identity. Asking whether we can be more playful with our social media engagements. Also notes on analysing how 'Human' social media output is from Arts Organisations in the UK.
The document provides an overview of social media, including what it is, how big it has become, and how businesses can use it. Some key points:
- Social media allows people to share opinions and experiences online via platforms like blogs, social networks, videos, and more.
- It has grown enormously, with billions of users on major platforms like Facebook and hundreds of millions of blogs.
- Businesses can use social media for advertising, selling, reputation management, customer service, and more. It provides opportunities to listen to customers and engage with them.
- A social media strategy for businesses should focus on people, purpose, planning, and processes according to the "4P model" to set goals and get started
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
This document discusses strategies for effective social media positioning and engagement. It provides tips on engaging audiences through constant conversations and valuable content. The document recommends focusing on finding interested people, delivering quality content, capturing information, and staying in touch. It also outlines several social media models to guide social media strategy, including the social staircase model focusing on presence, tools, and conversation, and the social tool matrix for determining which tools to use. The document emphasizes creating valuable content and using different types of "social spirals" or conversations to engage audiences on various social media platforms.
Tippie MBA Marketing Academy Guest LectureLydia Fine
These are the slides from my guest lecture at the Tippie Full-time MBA Marketing Academy session on December 1, 2011. Contact Lydia Fine at lydia-fine@uiowa.edu with questions or clarifications. Please cite Lydia Fine, University of Iowa as your source if you reuse any of this material.
CAR - Mobile Tools and Technology PresentationMark Flavin
This document provides an overview of social media, mobile technologies, and emerging tools for marketing engagement. It discusses how social media has become the top online activity and consumers increasingly rely on recommendations over ads. The "zero moment of truth" refers to consumer research before purchases. Tools are presented to understand audiences, create feedback loops, schedule engagement, analyze effectiveness, and deliver customized experiences. Emerging trends may include data-driven video, image-based searching, wearable computers, and natural language interfaces. The conclusion encourages thinking big and creating ambitious plans that will inspire future generations.
This document discusses the future of social media and how brands can adapt to changing technologies. In 3 sentences:
Brands are no longer defined by marketers but by online conversations, so they must become part of discussions to grow. As attention becomes scarce, brands need to provide entertaining, engaging content to be recommended rather than just interrupting people. By testing many ideas, embracing failures, and adapting quickly to changes online, brands can remain relevant in the future of social media.
The document provides a summary of We Are Social's "Curiosity Stop", which highlights various social media innovations and trends. It discusses 8 trends identified in their "Think Forward" report, including the rise of chatbots and instant interactions, technologies that facilitate intimacy, and behavior becoming a new type of currency. For each trend, 3 examples are summarized, such as chatbots from Nordstrom, Forksy, and Swelly that provide customized recommendations, translations breaking down language barriers, and an app that rewards sustainable behaviors. The document concludes by introducing We Are Social as an agency that focuses on social thinking and trendspotting to help brands innovate.
Similar to Arts adminsocialmediamasterclassmar2016 day1-160207192550 (20)
The document summarizes key events and discussions from the 2019 SXSX conference on immersive technologies like VR and AR. Some of the main topics discussed include the focus on use cases to drive broader adoption of these technologies, the role of 5G and edge computing in enabling new applications at scale, and the rise of untethered headsets and audio wearables. Speakers emphasized the importance of storytelling, creativity, cross-discipline collaboration, and addressing real-world needs to advance the field. New projects showcased the potential of these technologies for entertainment, education, and social impact. Opportunities for future collaboration were also discussed.
This document summarizes a social media and digital marketing short course. It discusses topics like creativity vs data, ROI, cookies, GDPR, viewability, interactivity, and data-driven advertising. It also covers the use of data in digital marketing, including targeting, re-targeting, and how data is used to optimize campaigns. GDPR and its impact on digital advertising are briefly discussed, including changes to how consumer data is collected and used.
The document discusses the concept of social capital and trust. It states that trust is important in situations where work cannot be closely monitored, such as in creative industries. It also notes that trust encourages innovation and reduces costs. Social capital refers to who you know rather than what you know. The document instructs students to analyze and compare the Twitter accounts of @pactcoffee and @hasbean coffee companies to understand their social strategies and identify a typical customer profile.
1. Social networks have evolved over time from early platforms focused on reconnecting existing friends to today's major networks that facilitate both connection and self-expression.
2. Early social networks helped users feel less than 6 degrees of separation from others but modern networks allow users to curate their own narratives and personas through content sharing and storytelling.
3. The major social networks of today each have unique features and approaches to discovering new content but all aim to maximize connection, content sharing, and user engagement through their interface designs and algorithms.
This document summarizes a short course on social media held at Goldsmiths University. The course covers the history and differences between real and online social networks, how to build social capital online, using data to understand audiences, and getting more followers on Instagram. It addresses issues like the attention economy, fake news, narcissism versus performance online, and the need to curate content in the digital age. The course aims to help students navigate social media and tell stories online through a variety of topics over several days.
This document provides an agenda and overview for a masterclass on tourism and diplomacy. The agenda includes discussions on the attention economy, a history of social media, social media storytelling, and how to use platforms like Facebook, YouTube, LinkedIn and Twitter for research, academia, and analyzing social media accounts like @DenmarkinUK. Tools for social media analysis like Blue Nod, Followerwonk, Buzzsumo and Nuzzle are also mentioned.
This document provides an overview of a short course on social media held at Goldsmiths on November 25th, 2017. The course covers topics such as the history of social media, differences between real and online social networks, building social capital online, using data to understand audiences, and curating content in the attention economy. It encourages participants to think critically about their online presence and how social media platforms aim to capture attention.
The document provides an overview of the history of social networks from 2003 to 2017. It discusses the early social networks that focused on connecting existing friends and sharing information. Over time, social media evolved to encourage sharing of one's life through photos and video on platforms like Facebook, YouTube, and Instagram. Users began curating more polished online personas and social media became a way to gain influence and income through content creation and advertising.
This guide is produced free by the Institute of Creative and Cultural Entrepreneurship. It is for Artists, Start-ups, Charities and Cultural Entrepreneurs. It offers a powerful and unique human perspective on digital marketing and the power of social media.
This document summarizes a social media masterclass for arts administrators held on February 28th, 2017 in London. The masterclass covered practical skills for using social media platforms like Facebook, Twitter, Instagram, YouTube, LinkedIn and Snapchat to understand audiences, create engaging content, and manage online campaigns. Tips included using tools like Followerwonk to analyze followers, focusing on visual content for Instagram, and amplifying organically popular posts through paid promotions. The document stresses creating a consistent online presence and narrative through curating content like a festival across different social networks.
Goldsmiths Social Media Markting Course - 9th Nov - Discovering the essence of each social network by looking at the words of their CEO's. More details at: http://www.gold.ac.uk/short-courses/social-media-marketing/
http://www.christopherhogg.net
This document provides an overview of a presentation on digital tools for personal brands. It discusses understanding personal brands and digital identity, appreciating social capital and trust, applying brand knowledge to online identities, and tools for establishing a personal brand such as Followerwonk and Canva. It also covers finding your voice, storytelling with words and pictures on social media, and tips for taking better photos with smartphones and selfies.
The document appears to be a quiz about social media usage trends related to gender. It asks multiple choice questions about which social network has more male than female users, which gender posts more frequently, interacts with brands more, and consumes more news through social media. The majority of the questions indicate that women engage with social media more than men across these different metrics.
The document discusses reviving an obsolete business model by turning an 1980s-era video shop into a work of art. It notes that new technologies typically enhance existing behaviors, make old behaviors obsolete, retrieve previously obsolete behaviors, and may have negative consequences if very successful. The author proposes that reopening a video shop could enhance VHS features like fast forwarding, make modern technologies like smartphones obsolete by focusing on low video quality, and retrieve behaviors like adjusting tracking. The shop would contain rare pre-certified VHS tapes that could be rented for £5 per weekend by joining the club via email.
1. The document discusses how data is used in digital advertising, including understanding audience data, re-targeting consumers, and optimizing campaigns in real-time.
2. It addresses different types of data collected from sources like social media, fitness devices, and browsers, and how this data is used to target ads to the right consumers.
3. Examples are provided of how data is used to measure ad engagement and correlate post-click and post-view consumer actions to optimize advertising efforts.
More from Royal Holloway, University of London (20)
My Business Pitch (Defining my Business Project)Gurjant Singh
In this Presentation me as an organic dietitian, dedicated to promoting health and wellness through organic nutrition. My business provides personalized diet plans and nutrition counseling that prioritize organic, whole foods. Leveraging my background in plant science and AI in agriculture, I offer scientifically-backed, sustainable dietary recommendations tailored to individual needs. Through my services, clients can achieve their health goals while supporting eco-friendly practices and local organic farmers. Join me in fostering a healthier lifestyle and a more sustainable future with organic nutrition.
Efficient Shipping Essential Supplies & Packing List Envelopes.pptxconquestdistributors1
Shipping and packaging supplies encompass a range of items essential for the transportation of goods. From sturdy boxes to cushioning materials like bubble wrap, each component plays a vital role in protecting items from damage during transit. Whether it's fragile electronics or delicate glassware, proper packaging ensures items reach their destination intact.
Smart Money Moves Trends in Fintech Investments in the Indian Market.pdfFoxnangel
The importance of fintech is multifaceted and extends across various sectors. One key aspect is financial inclusion. Fintech has the potential to bring financial services
DN Nagar @Call @Girls Whatsapp 9833363713 With High Profile Offer
Arts adminsocialmediamasterclassmar2016 day1-160207192550
1. What does it mean to be digital - The
Art & Joy of over-sharing
ICCE Entrepreneurs Masterclass
8th of March 2016
London
2. Bring you to the latest thinking about digital
marketing.
Understand your digital identity.
Understand how to communicate
Know how to create a social media strategy.
In short you will be you own little digital
agency.
By the end you will
3. In the last 24 months this has
happened.
• Smartphone penetration is now at 78%(UK).
• Mobile and Tablet is the preferred way for new
customers to find out about new
brands/Events/Ideas.
• People can begin a journey with you from
anywhere.
• Smart phones are the hub of people’s lives. They
way they organize themselves. There is a place for
you on someone’s phone.
4. Owned Media, Bought Media, and Earned Media
Think of Smartphones as your BBC 1, BBC 2, ITV
– a device that you can distribute content on.
There is great value in what is shared. Facebook
and Twitter don’t make you pay for it.
Smartphones & Sharing
5. I wanted to see how
I had changed
because of my use
of smartphones, and
the best way to do
that was to go back
just 7 years.
The golden age of mobile phones
7. Less able to remember information as we crowd
source answers from friends and Google.
We are less able to concentrate if we know we
have a message on our phones.
Often what we think of as multi-tasking is in fact
just task switching.
Distraction is hindering our ability to process
memories and store them long term. (Long term
effect unknown)
(Don’t worry this has happened before)
Some side effects
Your logo here
8. This happened in the last week!
Facebook’s results – now over a billion daily active users, 78% of
ad revenue from mobile
http://investor.fb.com/releasedetail.cfm?ReleaseID=940609
Facebook’s now generating 8bn video views a day (it’s doubled
since April)
http://techcrunch.com/2015/11/04/facebook-video-views/#.utqin1:3hRD
BBC launches a paid download store for recent and old shows (UK
only
http://www.wired.co.uk/news/archive/2015-11/05/bbc-store
Amazon opens a physical store in the US
http://www.geekwire.com/2015/its-official-amazon-is-opening-its-first-
ever-bookstore-in-seattle/
26. People post – whole business strategies.
Slideshare
Linda.com
A whole business school of videos.
What are the most under rated Social
Networks?
27. Timeline Attention Span
• Which Social Network has the
longest attention span half-life?
a)Facebook
b)Twitter
c)Direct Links via Messenger
d)Youtube
30. Your logo here
We tend to live in the
distracted present, where the
forces of the periphery are
magnified and those of in front
of us ignored. Our ability to
create, plan, much less follow
through on, is undermined by
our need to be able to
improvise our way through any
number of infernal impacts
that stand to derail us at any
moment.
Douglas Rushkoff
Present Shock
31. Narrative Collapse
There is no society doesn’t tell
stories.
Storytelling is how we transmit
value, it has a cultural use.
It creates context. It is
comforting and orienting. It
helps smooth out obstacles
and impediments by recasting
them as bumps along the road
to some better place.
But
How do we tell stories and
convey values without the time
required to tell a linear story?
32. Create a character
Put them in danger
Heighten tension unbearably
Release tension (with a product).
Traditional Narrative Technique
Your logo here
34. Your logo here
Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change TV
channels?
38. Public and Private are blurred in Social Media.
DAVID: @davidRathband. 3016 Tweets. 319
Following. 11042 Followers. Sad to announce
Mrs R has called time on our marriage.
Separation permanent.
KATH: @KathRathband. 2754 Tweets. 605
Following. 1228 followers. Slight inaccuracy in
the tweet by @pcdavidrathband – He left us
and refuses to come home. #TheTruthWillOut
40. Personal Data
Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.
41. Most data companies see people like this. They are
interested in great and profitable migrations of wallets.
They only really see computers – they don’t see the people
46. We are all changing.
With our new
knowledge of Social
networking, comes
a desire to
understand the
value of the types of
our new social
relationships.
How much can we
trust these
technologies?
How much do we
trust the people
within our networks
Also how much do
we trust our
governments.
52. Everyone has at least two identities.
We have a work identity and and home one.
When it comes to our own digital brand it is
helpful to try and bring these persona’s
together.
What is your personal brand
53. Write down the roles that you have in your life.
Father, brother, entrepreneur, writer, sometimes
a teacher.
Choose at least 6.
What excites you about each of these roles?
Come up with a 8 word sentence to describe
yourself.
e.g – 101 Dalmatians - Spotted puppies avoid
futures as fur coat components.
Exercise
54. Look at your roles.
Look at your partners, potential customers,
stakeholders.
Look at what their job is . Define it.
What are their biggest problems.
What are they trying to do?
How can you help them as individuals?
How can you make their pains go away, how
can you help them grow?
Pains and Gains.
61. Fragments are often de-
contextualised. You don’t
know what came before of
after.
You have to build context
– You have to create a
sense of satisfaction in
non narrative means.
How do you rebuild
context and narrative?
You provide the trust &
Authenticity by sharing.
Fragments & Authenticity
63. You need less contracts.
Important when you can’t monitor your
employees work.
Trust is especially needed in the creative
industries.
Litigation Is less frequent.
Less resources to protecting yourself. Tax,
Insurance, bribes or private security.
Low trust discourages innovation. More time to
dealing with bad employees, partners etc
Trust
Your logo here
64. (Arrow 1972) – Economic actions that require
some agents to rely on the future action of
others are accomplished at lower costs in
higher trust environments.
“Virtually every commercial transaction has
within itself an element of trust, certainly every
transaction conducted over a period of time.”
Much economic backwardness in the world can
be explained by the lack of mutual confidence.
What trust makes possible.
Your logo here
66. Exercise
Fill in the time line completely. (25mins)
Once you have finished. Choose one of the
metaphorical images and use it as the title
for a 5 minute piece of automatic writing.
You are not allowed to let your hand stop
moving during these 3 minutes.
Write about a project you are interested in
developing.
67. Taking control of the fragments
The sip pitch. – It is the pitch you can do
whilst someone is taking a sip of their drink.
A sip pitch is always the answer to the
question about what you do. Or what your
project is.
So what do you do......
Oh me? I ……….
It it a good sip pitch it will be intriguing
enough to illicit another question.
68. The Trust Curve & Social Media
Your logo here
Social media
gives
momentum
Sip
Pitch
74. Markets are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human. They are conducted in a
human voice.
Whether delivering information, opinions, perspectives, dissenting arguments
or humorous asides, the human voice is typically open, natural, uncontrived.
People recognize each other as such from the sound of this voice.
The Internet is enabling conversations among human beings that were simply
not possible in the era of mass media.
In both internetworked markets and among intranetworked employees, people
are speaking to each other in a powerful new way.
These networked conversations are enabling powerful new forms of social
organization and knowledge exchange to emerge.
As a result, markets are getting smarter, more informed, more organized.
Participation in a networked market changes people fundamentally.
People in networked markets have figured out that they get far better
information and support from one another than from vendors. So much for
corporate rhetoric about adding value to commoditized products.
Here are the first 10 points
79. It is the Social Network that is most open
with Data.
It is the social network where influencers are
most open with themselves.
They are in fact a modern newspaper
curated by yourself.
Let’s looks at Twitter
Your logo here
85. Hashtags make your posts searchable in
Twitter.
Hashtags are after-thoughts, theatrical asides.
Hashtags prove your are human.
Hashtags improve your search engine rankings.
An exercise in Hashtags
86. Let the weekend begin!
Wearing socks with Crocs is so stylish
Just dropped my second ice cream cone.
Daily Memes - #FollowFriday
Let’s make some.
87. How to get involved in
conversations.
Find your industry’s hashtags.
Listen to the conversations. (Lurk Moar)
Find people you like who are building up social
capital. Follow them.
Retweet what you agree with. But always make a
comment.
They will then follow you.
88. Rule 65: Every cat leads to another cat.
Hemingway and Anonymous.
89. #SocEnt (social entrepreneur/entrepreneurship)
#SocEntChat (monthly social entrepreneur chat by Ashoka)
#socialentrepreneur (for those who don’t know about #SocEnt)
#Prize4SC (prize for social change)
#4change (that’s right, “for change”)
#BoP (base/bottom of the pyramid)
#nonprofit (self-explanatory)
#nptech (nonprofit technology)
#SSIR (Stanford Social Innovation Review)
#i4c (internet for change)
Research your industry’s Hashtags
91. What is the privacy situation for what you post?
You lose your rights to the content that you post.
There is no choice, or nothing could be shared.
Twitter is not liable for anything that is shared.
Social Media also use Cookie Data. To try and
make advertising effective. Twitter scan
conversations for key-words, as does FB.
Use of data in marketing is quite benign.
92. New Data tools
Twitter is the most open with Data
In groups of three investigate the following tools and be prepared to report
back to the group about what they do and why they might be valuable.
Group 1. - http://nuzzel.com
Group 2. - http://lissted.com
Group 3. http://www.ritetag.com
Group 4 http://discovery.affinio.com/
Group 5 http://bluenod.com
How could these tools help in the launch of Coffee Club?
93. Compare the audience of @hasbean @PACTcoffee and @cafedirect
Find the number of followers who follow all three accounts.
Look at a few of their followers biogs, what does this tell you about
them?
Look at the percentage of @contacts, Retweets and URL tweets
Which business do you think is doing the best job?
What is Pact Coffee doing that is different to the rest?
The amazing Followerwonk
97. Aims of today are…
1. To understand the relationship between data and
creativity in modern digital advertising.
2. To understand different types of data and how it is
used in digital advertising.
3. Show some megatrends.
4. Understand the differences of earned, owned and
bought media.
5. To understand models of video distribution
5. Case Study Time
99. Fork in the road
Data
Creativity
One way to look Media Agencies as
Google re-sellers.
100. Personal Data
Your logo here
Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.
102. To make sure your ad gets to the right person.
To measure how engaging the ad was.
To try and re-target you to buy stuff.
To try and find more of you.
To optimIn digital advertising, data is used
in three basic ways.
ise campaigns in real time.
103. Think of engagement data as the chemical
reaction between the viewer, the viewability of
the ad, the offer, and how busy that person was
at the time.
110. An example of how data is used.
Your logo here
The chance of an Web user clicking on an ad and
going straight to the purchase page is about as
likely as a pedestrian hailing a taxi and asking the
driver to take him or her directly to the place
advertised on the side of the cab – VERY SMALL.
It is more likely the user will make
a note and visit later. Online,
you can measure exactly this:
the branding effect.
111. Your logo here
User Sees a banner, remembers it,
but DOES NOT CLICK
Adserver sets a cookie set in
internet browser
Goes to site within 90
days and buys
something
User Gets another
cookie set in
browser
Cookie sent back
To adserver / agency
Events
Correlated
Post Click and Post View
112. What happens when you clear your cookies?
Have you assessed how visible you are?
Here’s how free and easy Twitter is with
Data.
Followerwonk
Privacy - What do you do?
Your logo here
113. Privacy & Social Media
You lose your rights to the content that you post.
There is no choice, or nothing could be shared.
Twitter is not liable for anything that is shared.
Social Media also use Cookie Data. To try and
make advertising effective. Twitter scan
conversations for key-words, as does FB.
Use of data in marketing is quite benign.
114. To find which creative is working.
To find which sites worked.
To find which times worked best.
Optimise campaigns in real time.
To stop wasted money.
The internet is an ever expanding canvass – there is little
choice.
Real-time Optimisation.
Your logo here
115. Owned Media, Bought Media, and Earned Media
Think of Smartphones as your BBC 1, BBC 2, ITV
– a device that you can distribute content on.
There is great value in what is shared. Facebook
and Twitter don’t make you pay for it.
Smartphones & Sharing
117. Here are the main providers of
data in digital marketing
Your logo here
118. Types of Targeting
When using an ad server
Site
Date
Time
Browser
Connection
Speed
Operating System
IP address
Frequency Capping
Internet Service Provider
Geo-IP
Key-word and key value
Cookie-targeting
Re-targeting
Optimisation Engines
S
T
A
N
D
A
R
D
Contextual/behavioural combined
R
E
T
A
R
G
E
T
I
N
G
Surround sessions
Contextual
I
N
T
E
N
T
I
O
N
A
L
Audience Segmentation
Tastes and interests
128. Interactivity – Click Here!
Measurability – especially ROI calculations
Targetability - Like never before.
Flexibility – defining trait.
What defines Digital Marketing
from other forms of advertising?
Your logo here
130. Your logo here
Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change channels?
131. Old broadcast model is broken
The consumer is in control; interruption just doesn't
work any more.
Brands that are not relevant will be ignored.
Brands need to create situations where people seek to
spend time with them.
Keywords: explore, learn, share, question and play.
Agencies create this time’.
By the end of 2007, the forecast is that 50% of all
media consumed shall be digital
Marketing 10 years ago – What is still true?
Your logo here
132. The consumer is no longer captive – they
are a constantly moving target. Escape from
ads is easy.
Hence the use of data. With second
screening, linear narrative structure is
completely changed.
Is narrative is more like a computer game.
What’s different? Smartphones.
Your logo here
133. In the last 24 months this has happened.
• Smartphone penetration is now at 75%.
• Mobile and Tablet is the preferred way for new customers to
find out about new brands.
• People can begin a journey with you from anywhere.
• They are an accessible way to distribution tools for your ideas
and content.
• Smarthpones are Newspapers where people curate their own
news.
• Facebook and Twitter Own this space. 86% of our time mobile
time is spent via apps and not mobile web.
134. If the ad before the video content was 6
seconds people watched the content.
If it was 7 seconds people didn’t take a risk
on the content.
They didn’t take the risk of bad content.
Fragments & Youtube Rule
Your logo here
135. One of these models is very profitable for media agencies, one
isn’t.
136. Goldsmiths Video Fragment
A small video advertising Case
Study
Your logo here
141. Video engagement can mean a hundred
different things: watching the ad, watching
part of it, starting the ad, clicking on the ad,
finishing the ad,
Read more:
http://insights.wired.com/profiles/blogs/how-
to-measure-engagement-for-online-
video#ixzz3rp7G3RaV
Video Engagement
Your logo here
Everything is connected.
The Pixar Theory that all of the Pixar movies actually exist within the same universe.
http://www.pixartheory.com/ - demo of connections
Everything is connected
So how do you start taking back the power of your brand in order to tell your brand story?
You start by looking for patterns and realising that everything is connected. Everything you are, everything you do and everything you say.
All the world’s a stage
Session 1: Who am I? 15 minutes
Most of us (and this applies to businesses as well) are trying to manage at least two personalities. Who we are in our professional context and who are we in our social context?
There is only one version of you. The more you fight to keep them separate the more fragmented you become, the more energy you use and the less time you spend being who you are really meant to be.
We tend to wear masks. There are lots of different psychological and sociological theories about why masking but I’m quite interested in the concept of Dramaturgy, the theory that we wear different character and or social masks depending on the audience, situation, and or view of the theatre of life that we are currently performing in.
But is that authentic and what does that do to the story we are trying to tell about ourselves and our personal brands? Do we push out narratives rather than have or be open to have dialogue and real connections?
Now I’m going to ask you to strip that back and hold a mirror up to yourselves for a moment. Look at the person behind those different masks and see what patterns see and can you make any connections?
What character, identity or masks do we wear?
What excites us but those different masks or identities?
I’d like you to take 8 pieces of paper and on the top of each write down what role you currently play (personally or professionally) e.g. Mother, Daughter, Entrepreneur….(2 mins)
When you have written all 8, go back to the first piece of paper and now write underneath, what excites you about that role.
Now I want you to rank those pieces of paper in order of importance to you where you are now in your life/ career. Don’t worry the order can change but this is about you in the NOW.
Now looking at your top 3, find a partner and have a short discussion about each of those roles and there reason they excite you.
Ask for some to share with the group and reflect on any personal revelations/ surprises.
What’s your story?
Describe yourself in 6 words or less.